His company calls people (business leaders, former surgeon generals, presidential candidates,etc) to set up interviews. When he first meets the mark, he's all business--suit, tie, well-spoken. When the camera rolls he comes out in his gangsta garb and asks the stupidest questions, often pissing his mark off. (Although, sometimes they roll with it, which makes it even funnier.) It is hilarious the shit he manages to pull off. You should check it out---I always managed to pull myself away from the History Channel to watch Da Ali G Show.